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A: Who are the Authors of AD IT UP?

Brian A. Primack, MD, PhD
Brian A. Primack is Associate Professor of Medicine and Pediatrics at the University of Pittsburgh School of Medicine.

After graduating Yale University magna cum laude in 1991 with degrees in English literature and mathematics, Dr. Primack spent 4 years teaching adolescents and studying
human development to obtain his master's degree from Harvard University. He subsequently graduated first in his class and summa cum laude from Emory Medical School and
completed a residency in Family Medicine at UPMC Saint Margaret Hospital in Pittsburgh.

Now on the faculty of the University of Pittsburgh School of Medicine, Dr. Primack combines his expertise in education, technology, human development, and medicine by
researching the effect of mass media messages on health. Specifically, he focuses on the use of media literacy education in preventing adolescent smoking, underage drinking,
and other harmful adolescent health behaviors.

He is the recent recipient of the Society of Behavioral Medicine's Top Early Career Research Award, the University of Pittsburgh Cancer Institute's Junior Research Scholar
Award, the University of Pittsburgh Provost's Innovation in Education Award, the New Investigator of the Year by the National Society of Adolescent Medicine, and the Robert
Wood Johnson Faculty Physician Scholar Award.

For more information on Dr. Primack and his work, please visit his website.

Co-investigator: Kristen Rice, MPH
Kristen is a Project Coordinator at the University of Pittsburgh School of Medicine's Program for Research on Media and Health in Pittsburgh. Kristen received her master's
degree in Public Health in 2008 form the University of Pittsburgh. Her focus was Behavioral and Community Health and Public Health Preparedness and Disaster Response. Her
undergraduate work was also completed at the University of Pittsburgh and included degrees in both Psychology and Sociology. Ms. Rice's research experience has involved
projects with diverse areas of interest including: mental health, violence and substance abuse; management of chronic pain in elderly populations; patient safety; and
currently adolescents and media literacy education.

AD IT UP is funded by the Maurice Falk Foundation and Robert Wood Johnson Foundation.

D: Who is the AD IT UP site Directed at? Who can use this site?

Though AD IT UP was developed specifically for young people aged 14 years old through 16 years old, anyone can use this site. It does not cost any money to use any
of the material provided through the AD IT UP curriculum.

I: What are the Ideas behind AD IT UP?

Creating educational programming that is effective and fun for adolescents can be challenging. "Just Say No" type programs, in many cases, have been shown to
be ineffective. AD IT UP uses a different approach. Instead of telling teens what to do, AD IT UP aims to empower young people to think critically about the media and the
media messages they are exposed to on a daily basis.

T: What Techniques are used in communicating the ideas behind AD IT UP?

In designing the curriculum, we utilized educational techniques and design tools to create a program that would be more appealing and more effective for youths. For
example:

Cartoon commentators

Interactive module & games

Youth oriented colors and design

Age appropriate language & content

U: What is Unspoken about smoking and media literacy by AD IT UP?

We are passionate about what we do at the University of Pittsburgh School of Medicine's Program for Research on Media and Health in Pittsburgh. The information and
activities presented in the AD IT UP program have been developed by medical and public health researchers employed by the University of Pittsburgh. This program has been
funded by a grant from the Maurice Falk and Robert Wood Johnson Foundations.

P: Now you can Put It Together and AD IT UP for any media messages that you might see!

This way of critically thinking about media messages can be used to analyze TV shows, magazine ads, internet websites, and even radio advertisements. We hope you have
enjoyed learning with the AD IT UP curriculum.

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